What's what called??

If you mean the floating catfish food, that is what it is called "floating catfish food" I am sure there is more than one company that makes it, as far as brands go. I always just ask for a bag of floating catfish food. Where I live here in Arkansas there is a big commercial catfish industry and many people have stock ponds with catfish etc. stocked in them, just for sport. All of the feed stores and co-ops carry some brand of floating catfish feed. May be different where you live, where ever that is??